A Content Hub to Drive Global Philanthropy

Logo & Brand Design / Design & User Experience / WordPress Development

Redesigned Content Hub Elevates Knowledge Among Global Philanthropists

In partnership with Foundation Center, Oomph revitalized the WASHfunders brand and digital experience to further impact clean water access, sanitation, and hygiene (WASH) issues worldwide.

Access to safe water is one of the most crucial issues of our time. Worldwide, more than 600 million people struggle without reliable access to clean water, and billions do not have adequate sanitation. Millions die every year from diarrheal diseases as a result. Philanthropy is playing a crucial role in helping to change these dire statistics. With funding from the Conrad N. Hilton Foundation, the Bill & Melinda Gates Foundation, the Rockefeller Foundation, and the Howard G. Buffett Foundation, WASHfunders.org was created to raise awareness about the issues and facilitate better collaboration and more strategic decision making among funders.

Half of the frame shows an unseen designer works on the WASHfunders website on a desktop computer. The other half of the frame shows some examples of iconography designed for the site.

Simplifying the Content Authoring Experience

Managed by the Foundation Center, the legacy WASHfunders.org website was showing its age — not just for site visitors, but also for administrators and content managers. By leveraging WordPress, authors now have everything at their fingertips to manage content, build pages, and keep the site up to date at all times. A technical API integration with IssueLab, a service of the Foundation Center, lets content managers also enjoy completely automated population of content in several areas. The move to WordPress brought the site into a common technology stack with other Foundation Center sites, building on an already rich library of features, and leading to savings on technical maintenance.

Building Trust and Credibility with Philanthropists and Policymakers

Eighty-eight percent of online consumers are less likely to return to a site after a poor experience.  When it comes to solving global clean water access, sanitation, and hygiene (WASH) issues, the stakes are far greater than your typical online transaction.

To ensure trust and credibility with its visitors, the entire brand experience was refreshed from the logo to the overall aesthetic and color palette. A well organized navigation, bespoke illustrations, beautiful photography, and a modern responsive web experience all contribute to WASHfunders being the trusted authority on clean water access, sanitation, and hygiene (WASH) issues worldwide.

Two full-page screenshots of the WASHfunders website are shown. The first shows the homepage, while the second shows the Finding Solutions page.

Improving Access to Water, Sanitation, and Hygiene Information Worldwide

As a content hub, WASHfunders aims to be a reliable source of information on WASH issues, therefore engagement on the site is crucial. With multiple dimensions of content, including a funding map, knowledge center, case studies, organizational directories, and evaluation tools, the organization of the site’s content was of critical importance. A carefully planned navigation structure delivers end-users to the information they need and several search interfaces allow site visitors to peer deep into the site’s archive of content. With the redesigned site, technical aspects of SEO now follow best practices making the site more discoverable in search results.

Three identical mobile devices are shown with different portions of the WAShfunders website visible on their screens.


Since launch, the site has enjoyed a 15% increase in pages per session and a 10% decrease in bounce rates, not to mention the tremendous increase in staff happiness. Foundation Center is planning a strategic communications campaign to drive traffic to the all-new WASHfunders.org and continued expansion of news and other resources for funders.

The site’s most popular pages have been streamlined, making a complex subject more far more accessible. Renée Westmoreland, Director of Web Design & Development at Foundation Center, said “In creating a website about this subject, we wanted it to be serious but also visually compelling—without being exploitive. Oomph’s design strikes a nice balance.” With fresh, stylized brand assets, more efficient content management tools, and a site designed with the mobile user in mind, visitors are finding it easier than ever to learn more about the issues, identify geographical areas of need, and further the WASHfunders mission to provide clean, safe water worldwide.

About Foundation Center

Established in 1956, Foundation Center is the leading source of information about philanthropy worldwide. Through data, analysis, and training, it connects people who want to change the world to the resources they need to succeed. Learn more at http://foundationcenter.org/.

“The issue of clean water access, sanitation, and hygiene is a vital one worldwide. Through the redesign of WASHfunders.org, Oomph has elevated our ability to raise awareness about the issues and facilitate better collaboration and more strategic decision making among funders.”

Renée Westmoreland

Director of Web Design & Development, Foundation Center